Viking Catalog - Putting It All Together (3,692 words)

Every country worldwide shares a verbal, tacit company business strategy, which is the one Viking's retired chairman, now Office Depot Vice Chairman Irwin Helford created in the 1980s and has maintained internationally wherever Viking does business.

While the details are secret, Ciavola will say this: "[The business strategy] really is the Viking brand identity. Everything is branded in the books and on the Internet. Irwin has stated for years that it's not what you say or even what you do for the customer that matters, it's how you make them feel."